Inserts nuts & bolts, 31st january 2013

Inserts nuts and bolts:
Understanding Inserts in the
modern media landscape

DMA House
Thursday 31 January 2013

#DMAinserts

Inserts nuts and bolts: Understanding inserts
in the modern media landscape
9.00 Registration and networking

9.30 Welcome from the chair
Steve Hickman, Media Director, RAPP

9.45 Inserts – Why inserts are still relevant in a multi channel age?
Declan Boyle, Ad Director, IPC Media Ltd and Nick Barnard, Head of Inserts,
The Telegraph Media

10.15 Coffee Break

10.30 Effective insert planning tips - The basics
John Stevens, Director, Amra Direct

11.00 The changing face of print
Nick Barbeary, Group Sales Director, DST Group

11.30 Affordable creativity and special print mechanics
Declan Boyle, Ad Director, IPC Media Ltd and Nick Barnard, Head of Inserts,
The Telegraph Media

12.15 Closing comments from chair
Steve Hickman, Media Director, RAPP

Steve Hickman,
Media Director, RAPP

@steviehickman

Total inserts – 1st half of
year

What type of inserts?

Higher % are now
smaller / single
sheet inserts

Why Inserts?

Nick Barnard
Head of Inserts,
The Telegraph Media
@nicksb36

Why Inserts

• Tried and tested medium that still delivers results.
• 52% of adult population recalled Inserts in Newspapers
and magazines* - top group of recalled channels.
• Seen as more acceptable* than Internet, consumer
magazines and cinema.
• In terms of age, people who find inserts acceptable are
over represented in the younger age groups - 15 – 24
years & 25 – 49 years*

*British Population Survey - The British Marketing Survey June 2011

Why Inserts

• Total insert volume across the magazine
and newspaper sectors in 2011 was 4.9bn
• Up 6% from 4.6bn in 2011*
• Impressive as inventories are falling and
paper costs are rising
• Four out of five sectors were up (only
Sunday supplements down – NotW)

*DMA 2011 Inserts Monitor

Why Inserts

Responsive
• They can deliver 4-5 times more response than space advertising
alone*

Cost Effective
• Relatively cheap CPT
• Delivery dates later so ideal for distress campaigns

Intrusive
• Put catalogue into reader’s hands – interaction.
• Provides an immediate call to action.

Flexible, Engaging and tactile
• Inserts break away from the formal constraints of space advertising.
Post-it notes, bound-ins, tip-ons, scent strips, lenticulars etc.

Why Inserts

Test-friendly
• Low volume, low risk testing with huge roll-out potential.

Measurable and trackable
• Easy to track response by creative, title, region, etc.

Offer Mass market coverage or regional targeting
• Not necessary to use full print run; possible to concentrate on strongest
regions only.
• Use wholesalers to target by postcode - Mosaic
• Use niche magazines.

Exclusivity
• Advertise in solus environment

Complimentary with other media………..

Effective insert planning tips –
The basics

John Stevens
Director, Amra Direct
@john3stevens

However….

4.9bn inserts in mags and papers in 2011
1.06bn inserts booked via newshare in 2011
6.97bn inserts distributed D2D in 2011

Maximising Insert Response
Test Small Volumes Use a wide range of titles

Regionality Run in selected core areas

Consider Seasonality 30%-75% more responsive in key periods*

Format/Creative Sales vs print run ratio

Subs v. Newsstand Test both
Subs can deliver 2x response*

*DMA Inserts Council

Maximising Insert Response
Regional Press Low duplication, rates comparable to
Nat press

Targeted, delivered to home, receptive
3rd Party / PD audience, often 2x response of
newsstand publications

Test variations
Format/Creative
- Achieve standout through unusual format/creative

1 Stage v 2 Stage Ave. 50% more response with 2 stage*

*DMA Inserts Council

Planning considerations

• Timings – physical commodity etc

• 2/3 month window

• Availability – finite capacity

• Third Party not necessarily monthly/can be irregular

Loose v Bound

• Loose will almost always be more responsive
– Look at publisher volumes!

• Bound are more problematic in terms of print
– Different spec for each title
– RAPP Media results suggest that on average bound will be
about 20% less responsive

• Tip-ons
– Limited creative spec

Planning the campaign

Analyse previous results

Competitor data
Remember to test!

Compile candidate list Media planning tools
National press
Magazines Agency Data Bank
Third Party
Regional press
Door to door Format


Competitor data


Media planning tools

Agency Data Bank

Why is targeting essential ?

• Nothing is targeted at everyone

• Cost

• Wastage

• Environmental concerns (99.9% are “wasted”)

• In order to achieve business dynamics – CPR, CPA, ROI
etc

What level of targeting is required ?

• Depends on the product

• Targeting costs – creative, media etc

• The more niche the product the higher the level of
targeting

• High margin products can sustain a higher level of
targeting

Targeting influences

• Title audience – TGI, NRS vs clients current customer base
or target market
• Cost of the title
• Responsiveness of the title (if used before)
• Minimum test volume allowed/required
• Roll-out potential
• Regionality ?
• Seasonality ?
• Format required/allowed by title
• Previous experience – does the title “work” for other clients ?


Format

Format

• Size, weight, pagination, paper stock…

• Limitations of candidate list (especially Third Party)
280mm

• Format tests?
280mm
280mm

• Be involved in the creative brief

• Including quality considerations – what impression are
you trying to give?
148mm

148mm

148mm


Compile candidate list
National press
Magazines
Third Party
Regional press
Door to door

The role of National Press

LARGE
COVERAGE

The role of Regional Press

LOCALISED

NATIONAL
UPWEIGHT

TARGETED

The role of third party/PD’s

VOLUME DEMOGRAPHIC

PERSONALLY
ADDRESSED RESPONSIVE

?
SEASONAL

The role of door drops

VOLUME

COVERAGE

TARGETING

? ZONING


Remember to test!

Handling and assessing response
• Ensure codes correctly allocated

• Test response handling and attribution (essential for
assessing results and future planning)

• Remember – a lot of your response will have been
delivered online

Print

• Involve the printer in the format discussion

• The largest expense of the campaign

• Savings can be higher than media

• Consider print/media deals with publishers

Making Inserts Work Harder
• Scaleability vs. highly targeted
• Short term
• Third party – over 100 programmes
• CPR inserts !
• Subs vs. newsstand
• Regional Press
• Print prices
• Experience and knowledge based planning

The changing face of print

Nick Barbeary,
Group Sales Director, DST Group
@DST_UK

Presentation to DMA by
Nick Barbeary
Date 03/10/2012

Copyright © 2012 DST Output

The Changing Face of Print
• How the Market is Changing

• New Technology

• Working in a multi channel world

• Delivering Environmental best practise

• Future Trends and Developments

• Making Print Work for Inserts


A closer look at the
Changing Face of Print


How the Market is Changing


2005

“Traditional channels form the
mainstay of organisation’s
communication programmes”


2009

“Increasing penetration of
internet , combined with cost
effectiveness in a recession
leads to an increased use of
online communication
channels”


Now

“An increased understanding
of multi-channel effectiveness
leads to a more balanced use
of channels in customer
communication”


New Technology


Digital and Inkjet Advances

Faster Bigger Better

• Hardware • Automation
• Software • Processes
• Inks • Costs
• Resolution


2010 - HP T350 1,200 dpi., 762mm web, 183 mpm.

3,927 bespoke A4s per minute


Speed of Progress

2011 HP T400 1,200dpi., 1067mm web, 183 mpm.

5,500 bespoke A4s per minute


Litho Web- 72pp 1980mm web 1020 mpm

50,000 A4s per minute


Working in a
Multi Channel World


Average increase in response rates over
print only campaigns


Don’t confuse measurability with
effectiveness.


Delivering
Environmental Best Practise


Why it is important

• Protects brand values

• Perpetuates Self regulation

• Introduces efficiencies and improves ROI

• Meets your corporate and social responsibility (CSR) objectives


Objectives

• The UK sent 11.4 million tonnes of biodegradable waste to
landfill in 2010/11 and this must reduce to 7.5 million tonnes by
2013 and to 5.2 million tonnes by 2020

• Create a greater understanding of environmentally friendly
operations

• Change bad habits

• Supply simple, jargon free advice following best practise
guidelines


Perceived Benefits

A: 75.7% consumers think better
about print on recycled paper
B: 63.1% welcome steps taken
by companies to offset CO2
C: 64.7% consumers would give
more business to companies
certified as eco friendly

less waste = less cost = greater ROI

Materials - best practise

• For every tree that is logged in managed forests, three to four trees
are replanted, as young trees grow they absorb CO2

• As a minimum standard material must be purchased from approved
sustainable sources. Suppliers must be able to provide evidence of
this

• Purchase through reputable sources avoid buying illegally imported
unaudited stock


Materials - best practise

• Recycled stocks are cheaper and have improved availability

• Reduce grammage – better yield or more copies per tonne

• Use standard sizes and reduce grammage when you can

• Reduced weight reduces CO2 in delivery


Wastage - best practise

Size is everything

210mm
200mm

190mm


Printing - best practise

• Manage your supply chain - push ISO14001 downstream

• Minimise and Audit wastage within all processes - check all
stages

• Ink and Finishes – minimise ink, use coated stock, avoid
laminates

• Use logos to promote environmental credentials – promote
recyclability


Future Trends and Developments


?


Future trends – Inserts win awards

“Marketing Magazine’s Customer Publishing Agency of the Year 2012:
Publicis Blueprint also managed to be fleet of foot with innovation

The judges highlighted the agency's ability to offer innovative creative work
and integrated activity across multiple channels for brands including Cath
Kidston, HP and Orange.

The self-titled work for designer Cath Kidston, like so much of the agency's
content, was highly effective; an insert in Easy Living drove a 56% increase
in online customers”


Future trends – An aging population

Over 50s are the fastest growing
demographic group in the UK today
and by 2035 they are expected to make up
44% of our total population.

Combine that with the fact that they also
hold 80% of UK assets, 60% of savings
and 40% of disposable income.

The elderly trust paper and like the
physical presence that an insert has.


Making Print Work for Inserts


Business Services – UPS
• Working closely with UPS’s agency to deliver global new customer campaign
•Takes customer through a “journey” using relevant languages and imagery
•Integrated workflow to simplify global approval process

Local nuances Copyright © 2012 DST Output

Leisure – Gala Coral
• Working closely with agencies to deliver creative Direct Marketing
•Utilising both mono and colour digital data led technologies to optimise response rates
•Utilises range of finishing techniques to deliver customer impact

Format Copyright © 2012 DST Output

Retail – High Volume Dynamic DM
•Using latest high speed inkjet print technology
•Enables efficient production of variable colour digital print
•Large national individually tailored campaigns returning significant ROI

Drive to data and measurability Copyright © 2012 DST Output

Automotive – Mercedes Customer Retention
• Recognising the customer, their car and profile
• Targeted model & finance to engage at point of potential new purchase
• Impressive response from hybrid print output

Quality an issue? Copyright © 2012 DST Output

Associate Benefits - M&S Reward Statement
• Integration of six documents into one (better communication and cost)
• Dynamic and relevant content for every employee
• Supported by graphic representation of data

Not only only colour
Not variable colour Copyright © 2012 DST Output

Integrated with other media

Takeaway!

……Printed inserts are an effective and
measurable part of integrated communication!


Thank you & questions
nickbarbeary@dstgroupuk.com
tel: 0845 8590000
mobile : 07979 500295


INSERTS: CREATIVE SOLUTIONS

Declan Boyle
Ad Director: IPC Innovator

Loose insert format:
The majority of inserts sold are ‘single sheet’ A5 or
‘multi page’ catalogues:
Single Sheets: Multi Page Sheets:

Despite the publics negative perception inserts /brochures
are taken notice of by women who read magazines.
76% look at loose inserts
and leaflets in magazines

32% of which have kept the
insert for future reference

Inserts/brochures provoke a call to action!

38% have used a coupon 74% have purchased a
34% have used a discount
reply card printed on an code printed on an insert fashion item as a result
insert of reading an
insert/leaflet

44% have visited the 41% have bought
website address printed something as a direct
result of reading an 71% have redeemed
on an insert coupons on leaflets in-
insert or leaflet in a
magazine store

Loose Format/Bound in: Damart mail
order (16pp)

Loose format /thread through: Surf
scent seal

Loose format/thread through:British
Heart Foundation

Bound insert format:
‘Bound in’ inserts retain much of the creative flexibility of loose inserts
but become an integral part of the magazine:

Special Mechanics: PPA Research

10 different special mechanics were measured in
the Magnify Study.

All of these mechanics have individual
strengths, and performance of such mechanics
can vary depending on advertising category.
An advert which utilises
Special mechanics that perform particularly well
unique characteristics or
include:
has the goal of driving a
specific reader action
which sets them apart from
• ads containing samples
standard display advertising • food coupons
• scent strips

Bigger
is better

Optimising advertising performance:
Front of book better
than back of book

Special mechanics
enhance performance
Not all categories
perform equally

Harness the
editorial glow

Sampling:
Providing actual samples gets respondents’ attention in
comparison to an offer of a sample or a trial

+50% +160% +37%

Consideration Purchase Positive brand
disposition

Food Coupons:

Boost trial of a product

Increase visibility and interaction with an advert

Further increase product purchase by 11%

3 times more likely to be clipped and saved compared to normal food
ad

On average 1 in 4 of those who remember the ad will use the coupon

42% of those who remember the ad go on to recommend the product

Scent Strips:
Scent strips outperform ads without this mechanic significantly across all key metrics
58%
More engaging

20% 67%
More visible uplift in effectiveness score
1

Scent strips:
+36% +66% +11%
Fragrance catch the eye

Strip draw readers into the copy

get them to engage with content
Consideration Purchases Positive brand
disposition

Driving consumer
engagement via the 5 Senses

Paper Mechanics: Citroen Part 1

Paper Mechanics: Citroen Part 2

Paper Mechanics: Vivienne Westwood
fragrances

Micro encapsulation:

Various terms include:
• Scent Seal
• CBL Liqua Touch
• Liqua Touch “Midi”
• Fragrance Bottle or Box
• Scent Strip
• Scratch & Sniff

Acetate/Magic Window:

Working with display dept to create
maximum standout for the client.

Translucent
Acetate Overlay Display Page
Overlay

Be-jewelled cover:hand glued crystals

Print & Inserts are still Innovating!

From 3D covers and "intelligent photos", to talking ads, "click to
buy" technology and augmented reality, media owners continue to
innovate

Special mechanics Embedded videos

E-ink covers Holographic
covers

The Webkey:

• A unique way of bridging the
physical print media and the digital
world.

• Engages recipients with content
offline, then connects them online
to learn more.

• Just plug it into a USB port to
seamlessly launch any URL.

• Allows marketers to create
personalized online experiences
whilst tracking campaign
performance in real time.

The Webkey die cut and integrated
with scent seal:

The Webkey: Aftershave bottle die cut

Digital & Print Interactivity:

QR Codes: NFC Enabled:

Inserts tagged with touch technology can
be tracked & measured for their
effectiveness

Bound Inserts: Olay Case Study

Challenge
 Drive awareness and trial of Regenerist as a product
that could offer ‘super cream’ results without the hefty
price tag
 Create an engaging paper mechanic using luxurious
imagery and finish
 Exude authority, prestige and scientific beauty
credentials
Results:
High unprompted awareness and recall
 62% of the Marie Claire sample
remembered seeing the Olay/Olay
Regenerist advertising
 When prompted, 88% recalled seeing
the ad vs 44% of the readers of competitive
titles

Strong standout and differentiation
Solution  48% said it was highly noticeable and
By developing a ‘Fish Eye’ paper mechanic in Marie 29% said it was very distinctive
Claire, printed on 3D holographic lenticular paper and 21% had never seen an ad like this
using red on black to create a space age feel before
The reverse side communicated the scientific and
luxury brand values Strengthened product credentials
 Sample thought the ad made Olay seem
‘more modern and up to date’

Bound Inserts: John Frieda Case Study

Challenge
 Strengthen John Frieda’s premium brand image
 Communicate John Frieda’s unique positioning
 Create stand-out in a cluttered market

Results
 High standout and brand attribution - over a
third of readers recognised the de-branded
creative and nearly 7 out of 10 who recognised it
associated the ad with John Frieda unprompted

Solution  Aspirational status - 8 out of 10 agreed the
creative made John Frieda look like an upmarket
 By developing a high impact campaign in the form of a and premium brand
bespoke glossy bound-in insert on premium heavy stock
paper  Increased likelihood to purchase - 99% of
 This was a solus creative partnership in both Marie readers who identified the creative on behalf of
Claire and InStyle John Frieda planned to buy John Frieda products
in the future

Closing Remarks

Steve Hickman,

Media Director, RAPP

Upcoming events

Data Protection 2013
- 8th February

What does data sharing mean to consumers
- 27th February

You can see more DMA Events at
www.dma.org.uk
#DMAinserts

Inserts nuts & bolts, 31st january 2013

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Inserts nuts & bolts, 31st january 2013